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Information architecture (IA) deals with the structuring of information on your website. It's a very important part of the process and enables us to create websites that are very effective at the jobs they've been built to do.
Websites without adequate IA will be difficult to navigate, appear messy and unfocused, and would provide a poor user experience.

By identifying your users' needs and goals, we can structure the information, organise it, label it and position it so that your site meets both the needs of your audience and you.
All these basics are done before design. With the fundamentals done and dusted, the designers can concentrate solely on the visual aspect of the site.
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